Page 298 - Media Effects Advances in Theory and Research

Chapter 11

Fright Reactions to

Mass Media

JOANNE CANTOR
University of Wisconsin—Madison

The purpose of this chapter is to investigate fright reactions produced by
mass media presentations. First, research findings related to the preva-
lence and intensity with which feelings of fear are experienced as a result
of exposure to media drama are reviewed. Then the paradox that fright
reactions to media fiction occur at all is discussed, and an explanation is
proposed based on principles of stimulus generalization. The theory is
then refined to include other factors that are needed to account for
observed effects in response to both dramatic and nonfictional presenta-
tions. Developmental differences in the media stimuli that frighten chil-
dren and in the effectiveness of coping strategies are then discussed.
Finally, gender differences are explored.

FEELINGS OF FRIGHT IN REACTION TO THE SCREEN

Anyone who has ever been to a horror film or thriller appreciates the fact
that exposure to television shows, films, and other mass media presenta-
tions depicting danger, injury, bizarre images, and terror-stricken protag-
onists can induce intense fright responses in an audience. Most of us seem
to be able to remember at least one specific program or movie that terri-
fied us when we were children and that made us nervous, remained in
our thoughts, and affected other aspects of our behavior for some time
afterward. And this happened to us even after we were old enough to
know that what we were witnessing was not actually happening at the
time and that the depicted dangers could not leave the screen and attack
us directly. These reactions can also occur when we know that what is
being portrayed did not actually happen; at times we may have such reac-
tions even when we understand that there is no chance that the depicted
events could ever occur.

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